The statistics on employee engagement in Canada are shocking. According to a study by the Canada Human Resource Center, only 25% of Canadians are actively engaged at work. These individuals are passionate about their jobs, committed to the larger organization and proactively try to further its reputation and interests. Unfortunately, that leaves 60% of Canadians disengaged and another 15% actively disengaged — meaning they may even intentionally disrupt daily operations or long-term goals. The question is why?
Simply put, they don’t believe in your vision
A vision statement is an aspirational description of a company’s long-term goals and ideal market position. Essentially it defines who a company — as a whole — strives to be. But unless every employee understands the vision and believes in it, these goals can never be achieved.
A great vision statement is:
Relatable to every employee — from interns to general managers — everyone plays an important role in organizational success. A great vision statement inspires, motivates and aligns staff at all levels.
Simple, not necessarily short — out of 671 employees at Ceridian, a global human capital management technology platform, 82% said they would recommend working there to a friend. Ceridian’s vision is multi-faceted — it highlights and elaborates on 5 key values:
1. Customer Focus
Totaling 130 words, Ceridian’s vision statement is much longer than the recommended two-liner, but it specifically states the core values each employee is encouraged to embody and act on.
Adaptable — A good vision statement is modified regularly to reflect internal obstacles and changes in the market. Consider Blackberry by Research in Motion, the creator of smartphone technology. Originally marketed to business professionals, Blackberry quickly became the go-to mobile phone because of its convenient and innovative features. At the height of its success in 2011, Blackberry generated almost 20 Million USD in revenue — but it’s been declining ever since. In simple terms, Blackberry was a victim of its own success. The market changed and Blackberry didn’t. Unable to keep up, Blackberry was forced to downsize, destroying the corporate culture and leaving employees fearing for their jobs.
Vision is rooted in company culture
If 60% of Canadians are disengaged at work, what does that really mean? These individuals are hard to spot because they are likely self-disciplined and fulfill work-related obligations — they tend to be cordial and professional — they may even be quite talented. What they lack is a passion for larger organizational goals.
Organizational culture is the key to breaking through resistance and crafting a shared vision.
There has to be a fit between vision and company culture and a reason for employees to go above and beyond. Zappos, an online shoe and clothing store is a great example. Like many other retailers, Zappos claims a commitment to providing the best customer service and selection. In fact, most retailers naturally expect employees to deliver exceptional customer service.
Attract candidates who are a cultural fit
CEO, Tony Hsieh has found a way to guarantee his staff will deliver exceptional service by creating a culture where employees are encouraged to be themselves. In fact, candidates are required to do two job interviews — one of which focuses entirely on the cultural fit — and after a week of training, they are offered over $2,000 to quit and leave. Tony says it’s a great way to weed out those who are just looking for a paycheque. Zappos has employees who want to deliver exceptional customer service because they too are passionate about the organization and its vision.
Not every person is suited for the organized chaos at Zappos. It’s about finding a candidate with characteristics that complement your vision and the structure of your business.
Have a company culture worth showing off?
Culture is everything to us at Prelook. Our platform allows users behind the scenes, to identify perspective companies and make informed decisions. We form mutually beneficial relationships between clients and candidates by identifying shared values that will lead to great business. Browse companies, engage with the team and learn about the perks. Prelook is more than a job board — it’s about going beyond the brand.